Netflix is tightening regulations on the use of new-generation AI after director Jenny Popplewell's 2024 documentary "What Jennifer Did" received backlash for using AI-generated images instead of real-life documents.
This film is considered a typical example of AI's ability to distort reality, especially in stories where the audience wants accuracy.
Recently, Netflix published an article on the Partnership Support Center, detailing the principles of using new-generation AI and cases in which the production team can deploy this technology.
Netflix rates AI as an invaluable creative support tool, helping to create new and unique video, audio, image or text content.
However, due to the rapid development of new-generation AI, Netflix wants partners to follow specific rules to minimize risks.
According to the instructions, partners must notify Netflix of the purpose of AI use, especially if the output product includes portrait images, personal data or intellectual property of a third party. Netflix also points out 5 best practices:
- Do not copy or reproduc the identification features of documents that do not exist or violate copyright.
- The generated data is not stored, reused or used for AI training.
- Use tools in a secure environment to protect input data.
- AI documents are temporary, not a final product.
- New generation AI cannot be used to replace actor performances or work under the protection of the union without consent.
Netflix emphasized that partners who are confident in complying with the instructions only need to be notified, while those who are not sure must contact the person in charge for written approval.
The company also notes that audiences need to believe in what they see on screen, and AI should not blur the line between fiction and reality.
However, Netflix still sees AI as an opportunity to help creators make better films, not just save costs. Co- CEO Ted Sarandos stressed that AI can support the production of a series of films like The Eternut in Argentina, while encouraging other partners to apply this working process cautiously and responsibly.
